Be A Pain

In June 2025, our pain management client came to us with a challenge: develop a bold, unbranded campaign that would motivate patients to advocate for better care.

We uncovered a key tension—patients often downplay their pain or hesitate to speak up, even when their quality of life depends on it.

Be A Pain reframed that hesitation as a strength. To get the treatment you need and deserve, you have to speak up—even if it means being “a pain.”

The idea resonated. It tested strongly with both patients and physicians and was ultimately brought forward as the lead unbranded campaign.